1. ¹Center for Business, Technology, and Law, McCombs School of Business, University of Texas at Austin, Austin, TX, USA
2. ²Department of Business Administration, Media, and Technology Management, University of Cologne, Koeln, Germany

Correspondence: C Loebbecke, Department of Business Administration, Media, and Technology Management, University of Cologne, Pohligstr. 1, Koeln 50969, Germany. Tel: +49 221 470 5364; Fax: +49 221 470 5300; E-mail: claudia.loebbecke@uni-koeln.de

Abstract

Understanding of consumer experienced value in mobile services continues to be a strategic issue in the information systems literature. This is no different with Mobile TV that has become feasible with the convergence of telecommunication infrastructures, computer technology, and media content services. Mobile TV offerings are defined as real-time broadcast transmissions of content to mobile devices. We review mobile services literatures on consumer value creation and identify a gap in our understanding of how supplier firm's consumer-focused strategies may aid in consumption processes and thereby increase payments from consumers. We apply the perspective of consumer benefits experienced (CBE) to provide insight into how supplier firms may be able to increase consumer value. Value increases with greater consumer service-specific knowledge, and leveraging and complementing this knowledge across different offerings. Increased service-specific knowledge can also reduce demands on the consumer that can create important switching costs while increasing consumer-experienced value. This paper contributes to innovation research on mobile services.